A mascot between the real and the digital world
Автор: Markov A.V., Shtayn O.A.
Журнал: Вестник Московского государственного университета культуры и искусств @vestnik-mguki
Рубрика: Теория и история культуры, искусства. Философская антропология
Статья в выпуске: 5 (121), 2024 года.
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The article proves that the evolution of the mascot sets the stage for a dialog between participants of practical festivals and adherents of the digital world. The mascot and the mask are compared while the mask presents the social role of a person or structures private desires as legitimate in the social sphere, the mascot generates a generalized image of social progress. Historically, the mascot is linked to the image of the domestic deity, the genius, reinterpreted as the patron saint of progress. Based on the ideas of Georges Bataille, Roland Barthes and other theorists, the ideas of sunniness and sacrifice are emphasized in the imagery of mascots, and the reasons for the anthropomorphism of mascots are explained. The stages of development of the mascot as a cultural phenomenon are emphasized, and the moments of the mascot's transition to the virtual environment are singled out. The main receptacle of the mascot in the virtual environment is a mobile device, the mascot becomes its genius. The mascot contributes to a new cartography of the world based on Paul B. Preciado's ideas about the cartography of desire in the present world as the core of the consumer society, we talk about the different cartographies engendered by the presence of the mascot. The article concludes with some specific suggestions for the elaboration of mascots with the aim of sustainable development of society.
Mascot, mask, consumer society, digital environment, virtual reality, philosophy of the puppet
Короткий адрес: https://sciup.org/144163190
IDR: 144163190 | DOI: 10.24412/1997-0803-2024-5121-27-34